Sep 30 2019

What You Should Know About E-A-T

Posted by Kate Santos ,

In the land of search engines, there are certain guiding principles that need to be followed for Google to deem your website a high-quality page. The goal of page quality rating is to assess how well a page achieves its purpose and the rules that it must follow are called “Search Quality Evaluator Guidelines”. One of the concepts that are discussed in great detail with this guideline is E-A-T.


What is E-A-T?

In outsource search engine optimization, E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It is one of the most important factors that Google considers when it’s rating a website’s page quality. All things being equal, a “high E-A-T” page will, in theory, outrank a “low E-A-T” website as Google detects that the former is more relevant to the query thus placing it high on the search engine results page.

Now, let’s take a closer look at each component to understand what Google is looking for in a webpage:

Expertise

The author or creator of the content has to be an expert in the field or topic and is knowledgeable or qualified. According to Google, there are two primary types of expertise:

  • Formal Expertise
    This refers to individuals that are considered professionals in their respective fields, and possess verified accreditation or experience. This is particularly essential for webpages in the legal, finance, and medical sectors as inaccurate information provided can seriously harm the user who reads it.
  • Everyday Expertise
    Relates to individuals with expertise that they acquired through their life experiences. Google search guidelines define everyday expertise as:

“If the person creating the content has the type and amount of life experiences to make him/her an ‘expert’ on the topic, we will value this ‘everyday expertise’ and not penalize the person/webpage/website for not having “formal” education or training in the field.”

Establishing expertise begins with the content team. Appropriate sources need to be utilised to ensure factually accurate data and content.

Authoritativeness

The website, content creator, and the content itself should be an established authoritative figure on the topic or ion its niche. This involves displaying the creator’s relevant credentials, testimonials, and/or reviews. Likewise, authority can be showcased by displaying the creator’s professional title, certifications, photo, and like to official website or full bio.

Here are some techniques that an SEO company in Singapore usually applies to get authority for websites:

  • Creating updated and quality content consistently.
    It was reported that businesses that publish more than 16 blog posts in a month get almost 3.5x more organic traffic as compared to the ones that only publish 4 per month.
  • Building a link profile.
    Search engines take it as a good sign when a website is linked by another website – the more links, the more authority is gained in Google’s point of view. Backlinks coming in can effectively build up domain and page authority.
  • Having a good reputation.
    This applies to both websites and companies. Google searches for outside sources for authentic representation of a company such as review-based websites like Yelp, Better Business Bureau, and Google My Business. Critical factors include number and context of written reviews, recommendations from trusted experts, references, awards, and news articles.

Trustworthiness

This is especially important to websites that involve any type of data or information regarding money transactions, medical, financial, and any important event that can have a life-altering result.

Trust can be illustrated on a website by having easily accessible and secure websites, photos, contact information, and links to credible and authority websites. Aside from these, here are some other things that can be done to improve trustworthiness:

  • Transparency and customer support.
    Visitors must know who exactly runs a website and how to reach them because this promotes immediate trust between the user and the site.
  • Fact checking.
    This is something that must be done consistently as nothing destroys more than inaccurate website content. Always double check if data is up to date and comes from reliable sources.

Following the E-A-T as a framework when coming up with techniques is a holistic way of approach to content marketing and SEO. However, there is no shortcut to reaching this, which is why it is essential to hire an agency that knows the importance of E-A-T in SEO services in Singapore. An SEO expert will help a business build and nurture its expertise, authoritativeness, and trustworthiness effectively and naturally and simultaneously raise its ranking on the SERPs.


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